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【文献速递】Psychology & Marketing,Volume 42, Issue 9, September 2025
2025年9月的Psychology & Marketing（ABS 3）有15篇文章，主题有身份多重性信号如何增进人际信任、包容性语言“Latinx”在广告中的双刃效应、深色与浅色标识对营利/非营利感知的自动归类、私人自我意识对有机食品偏好的影响、极简主义对饮食健康的“少即是多”重构、浪漫体验如何让消费者更青睐体验型消费、空间不平等如何推动过度教育消费、语音助手对用户情感的影响、实施人工智能用于消费者互动的3E要素、虚拟网红对奢侈感知的影响、护理技术如何塑造对弱势消费者依赖度的推断、焦虑触发时间—金钱效率提升的条件、隐性伦理消费主义测量开发与跨文化验证、现代电子口碑传播四个关键维度，以及影响者内容与用户内容不一致如何影响品牌等。
目 录
1.Identity Multiplicity Signaling Fosters Interpersonal Trust
身份多重性信号促进人际信任
2.The Double-Edged Sword of Inclusive Language: Consumer Responses to “Latinx” in Advertising
包容性语言的双刃剑：消费者对广告中“Latinx”的反应
3.Darker Logos Are Seen as For-Profits and Lighter Logos as Nonprofits
深色标志被视为营利组织而浅色标志被视为非营利组织
4.The Effect of Private Self-Consciousness on Consumer Preference For Organic Food
私人自我意识对消费者有机食品偏好的影响
5.“Less Is More” for Health: How Minimalism Reshapes Food Consumption Patterns and Preferences
“少即是多”健康效应：极简主义如何重塑食品消费模式与偏好
6.How Do Romantic Experiences Increase Consumer Preference for Experiential Over Material Purchases?
浪漫体验如何提升消费者对体验型（而非物质型）消费的偏好？
7.Unequal Spaces, Unequal Minds: How Spatial Inequality Drives Excessive Educational Consumption
不平等的空间，不平等的心态：空间不平等如何推动过度教育消费
8.Unveiling the Charisma of Artificial Intelligence: How Voice Assistants Captivate Users and Emotionally Influence User Experience
揭示人工智能的魅力：语音助手如何吸引用户并在情感上影响用户体验
9.Empathy, Ethics and Efficacy: The 3Es of Implementing Artificial Intelligence for Consumer Encounters
同理心、伦理与效能：实施人工智能用于消费者互动的3E要素
10.Beyond the Shores of Reality: The Effect of Virtual Influencers on Luxury Perception and Its Downstream Consequence
超越现实的边界：虚拟网红对奢侈品感知的影响及其下游影响
11.How Technology Use in Care Contexts Shapes Inferences About Vulnerable Consumers' Level of Dependency
护理场景中的技术使用如何塑造对弱势消费者依赖程度的推断
12.When Does Anxiety Increase Attempts to Spend Time and Money Efficiently?
焦虑何时会促使人们试图高效利用时间和金钱？
13.Implicit Ethical Consumerism: Development and Cross-Cultural Validation of a Novel Affect-Misattribution Measure
隐性伦理消费主义：新型情感归因偏差测量工具的开发与跨文化验证
14.Emerging Sources, Formats, Channels, Devices, and Audiences in Modern eWOM Communications
现代电子口碑传播中的新兴信息来源、传播形式、传播渠道、传播设备与受众
15.Does Inconsistency Between Influencer-Generated and User-Generated Content Hurt Brands? The Role of Perceived Content Credibility
影响者生成内容与用户生成内容之间的不一致是否会损害品牌？感知内容可信度的作用
1.Identity Multiplicity Signaling Fosters Interpersonal Trust
身份多重性信号促进人际信任
作者：Yiqi Yu, Zhengyu Shen, Yunlu Yin和Yi Su
Abstract: This study investigates how and why signaling multiple identities (vs. a single identity) influences interpersonal trust. Seven studies—including five experiments, one qualitative study, and one supplementary study in the field setting—demonstrate that identity multiplicity signaling promotes interpersonal trust by enhancing perceived authenticity. We also test alternative explanations and show that the effect of identity multiplicity signaling on interpersonal trust diminishes when monetary exchange cues are highlighted and when the signaled multiple identities are inconsistent. Taken together, the results advance the understanding of the multifaceted nature of identity and its social cognitive consequences. This study also offers practical implications for individuals and groups to take advantage of identity multiplicity signaling in the context of online communication.
摘要：本研究探讨了多重身份信号（相对于单一身份）如何及为何影响人际信任。通过七项研究——包括五项实验、一项质性研究和一项实地补充研究——我们发现，多重身份信号通过提升感知真实性来促进人际信任。我们还检验了替代性解释，结果表明当货币交换线索被凸显时，以及当所传递的多重身份不一致时，多重身份信号对人际信任的影响会减弱。总体而言，这些发现深化了我们对身份多维性及其社会认知后果的理解。本研究还为个人和群体在线上交流中利用多重身份信号提供了实践启示。
2.The Double-Edged Sword of Inclusive Language: Consumer Responses to “Latinx” in Advertising
包容性语言的双刃剑：消费者对广告中“Latinx”的反应
作者：Anabella Donnadieu Borquez和Andrew W. Perkins
Abstract: The term Latinx, a gender-neutral alternative to Latino and Latina, has become more prevalent in recent years, despite ongoing controversy regarding its use. Across three studies, we test how Hispanic/Latino consumers perceive the use of this term in advertising, and the downstream consequences this has for brands. An IAT, in which participants categorized mock advertisement stimuli featuring Latinx or Latino, revealed that Hispanic/Latino consumers do not have positive implicit associations with Latinx. Further, two experiments that manipulated both inclusive language and the advertised product showed that one's political orientation influences purchase intentions when brands use Latinx, regardless of the product advertised. Specifically, we show that politically conservative Hispanic/Latino consumers have less favorable attitudes toward Latinx, which drives down their perceptions of a brand's morality when an advertisement uses Latinx; this subsequently affects their purchase intentions. Interestingly, we find that politically liberal Hispanic/Latino consumers do not punish a brand for using a specific term, rather they perceive the use of Latinx and Latino to be morally equal. Our research has implications for brands wishing to engage the Hispanic/Latino community, suggesting they use caution when using seemingly inclusive, yet politically-charged, language that may not resonate with their target consumers.
摘要：近年来，“Latinx”这一中性词作为“Latino”和“Latina”的替代词日益流行，但其使用仍存争议。通过三项研究，我们检验了西班牙裔/拉丁裔消费者如何看待该术语在广告中的运用及其对品牌产生的后续影响。一项隐含联想测验（IAT）要求参与者对包含“Latinx”或“Latino”的模拟广告刺激进行分类，结果显示西班牙裔/拉丁裔消费者对“Latinx”并不存在积极的隐含联想。此外，两项同时操纵包容性语言与广告产品的实验表明，无论宣传何种产品，个人的政治立场会影响品牌使用“Latinx”时的购买意图。具体而言，政治上保守的西班牙裔/拉丁裔消费者对“Latinx”持更消极态度，这会降低他们对广告中使用“Latinx”品牌的道德性评价，进而影响购买意愿。有趣的是，政治上自由的西班牙裔/拉丁裔消费者不会因品牌使用特定术语而对其进行惩罚，他们认为使用“Latinx”与“Latino”具有同等的道德性。本研究对希望与西班牙裔/拉丁裔群体互动的品牌具有启示意义，建议他们在使用看似包容但具有政治敏感性的语言时应谨慎行事，因为此类语言可能无法引起目标消费者的共鸣。
3.Darker Logos Are Seen as For-Profits and Lighter Logos as Nonprofits
深色标志被视为营利组织而浅色标志被视为非营利组织
作者：Myungjin C. Smale和Tausif Utchhash
Abstract: Consumers infer an organization's identity from visual cues to form judgments about its purpose. This study shows that logo color lightness serves as a signal of organizational orientation: consumers perceive lighter-colored logos as representing nonprofits, and darker-colored logos as representing for-profits. Further, consumers are less willing to donate when lighter-colored logos are paired with luxury positioning, due to visual-conceptual incongruence. This study highlights the importance of subtle design elements such as logo color lightness in shaping consumer inferences about organizational identity and willingness to donate.
摘要：消费者通过视觉线索推断组织身份，从而对其宗旨形成判断。本研究表明，标志色彩明度可作为组织定位的信号：消费者认为较浅色的标志代表非营利组织，而较深色的标志代表营利组织。此外，当浅色标志与奢侈品牌定位相结合时，由于视觉与概念的不一致性，消费者的捐赠意愿会降低。本研究揭示了标志色彩明度等细微设计元素在塑造消费者对组织身份的推断及捐赠意愿方面的重要性。
4.The Effect of Private Self-Consciousness on Consumer Preference For Organic Food
私人自我意识对消费者有机食品偏好的影响
作者：Barbara Seegebarth和Stefanie Sohn
Abstract: Organic food sales have stagnated despite the growth of organic farming. This underscores the necessity for a better understanding of the determinants of organic food purchases. Our research uses self-consciousness theory to explain consumer preference for organic food. The findings of field and experimental research studies reveal that consumers’ private self-consciousness positively influences the decision to purchase or choose organic, but not nonorganic food, by enhancing a consumer's public self-consciousness. The effects of private self-consciousness remain robust across different cultural backgrounds (German and Dutch) and food categories (vice and virtue categories). This study suggests that marketers and policymakers should consider consumer self-consciousness strategically.
摘要：尽管有机农业持续发展，有机食品销售却增长停滞。这一现象凸显了深入理解有机食品购买决定因素的必要性。本研究运用自我意识理论来解释消费者对有机食品的偏好。通过实地调研与实验研究，我们发现消费者的私人自我意识通过增强其公共自我意识，对购买或选择有机食品的决策产生积极影响，但对非有机食品则无此影响。这一效应在不同文化背景（德国与荷兰）和食品类别（放纵型与健康型）中均保持稳健。本研究建议营销人员与政策制定者应战略性地考虑消费者自我意识。
5.“Less Is More” for Health: How Minimalism Reshapes Food Consumption Patterns and Preferences
“少即是多”健康效应：极简主义如何重塑食品消费模式与偏好
作者：Eda Sayin和Sumit Malik
Abstract: Minimalism has become an increasingly prevalent lifestyle, yet its influence on consumers’ food consumption patterns and preferences has not been examined previously. Across three main studies and a supplementary study (N=1,105), we find replicating evidence that minimalism can reduce preference for unhealthy food consumption while promoting healthier choices. We identify a minimalism = healthy association that consumers explicitly recognize and apply in their dietary decisions. Specifically, minimalism influences food consumption patterns, through a dual self-control process of increasing the internal conflict and reducing the strength of desire for consuming unhealthy foods. The findings hold regardless of consumers’ dietary habits (e.g., restrained eating, dietary restrictions, or time since last meal) and demographic factors, and are supported by studies using diverse methodologies and food options. Our research shows that the effect of minimalism on food consumption extends beyond reducing overall quantity of intake (as suggested by the less is more philosophy)—it also shifts consumption patterns toward qualitatively healthier options. These findings advance the literature on consumer minimalism, food-related intuitions, and self-control, offering valuable insights for public health policymakers, wellness influencers, content creators, and marketers aiming to promote healthy eating.
摘要：极简主义已成为日益流行的生活方式，但其对消费者饮食消费模式与偏好的影响尚未得到研究。本研究通过三项主研究及一项补充研究（样本量=1,105），发现了一致证据：极简主义能够降低消费者对不健康食品的偏好，同时促进更健康的选择。我们还发现，消费者明确认识极简主义与健康之间的关联，并将其运用在饮食决策中。具体而言，极简主义通过双重自我控制过程影响食品消费模式：一方面增加内部冲突，另一方面削弱对不健康食品消费的欲望强度。这些发现不受消费者饮食习惯（如节制饮食、饮食限制或上次用餐时间）及人口统计因素的影响，并得到采用多元方法与食品选项的研究支持。我们的研究表明，极简主义对食品消费的影响不仅限于减少总体摄入量（如“少即是多”哲学所暗示），还使消费模式转向质量更健康的选项。这些发现推动了消费者极简主义、与食物相关的直觉以及自我控制领域的文献研究，为公共卫生政策制定者、健康影响者、内容创作者和营销人员提供了宝贵见解，以促进健康饮食。
6.How Do Romantic Experiences Increase Consumer Preference for Experiential Over Material Purchases?
浪漫体验如何提升消费者对体验型（而非物质型）消费的偏好？
作者：Junyan Zhang, Yan Yang, Shan Jin和Fengjie Jing
Abstract: Previous research has primarily compared the distinct features and outcomes of experiential versus material purchases, but few have explored when and why consumers prefer experiences over material goods. This study explores the emotional factors driving preferences for experiential consumption, specifically focusing on romantic experiences, which are valued but underexplored in consumption research. Across six studies, we show that romantic experiences influence individuals’ choices (Study 1) and behavioral intentions (Study 2) to favor experiential over material goods. This effect is driven by the search for true self-knowledge (Studies 3 and 4). However, it weakens when the purchase is not self-directed (Study 5) or when individuals are from more individualistic cultures (Study 6). These findings enhance our understanding of romance as a self-awareness emotion and provide insights into using romantic appeal to promote experiential product purchases.
摘要：以往研究主要比较了体验型消费与物质型消费的特征差异及结果，但鲜少探讨消费者何时以及为何更偏好体验而非物质型商品。本研究探索了驱动体验型消费偏好的情感因素，特别聚焦于浪漫体验——这一在消费研究中虽被重视但尚未充分探讨的因素。通过六项研究，我们发现：浪漫体验会影响个体选择（研究1）和行为意向（研究2），使其更倾向体验型而非物质型商品；这一效应源于对真实自我认知的需求（研究3和4）。然而，当消费并非自我导向时（研究5），或当个体来自更强调个人主义的文化背景时（研究6），该效应会减弱。这些发现深化了我们将浪漫作为一种自我认知情感的理解，并为利用浪漫促进体验型产品购买提供了启示。
7.Unequal Spaces, Unequal Minds: How Spatial Inequality Drives Excessive Educational Consumption
不平等的空间，不平等的心态：空间不平等如何推动过度教育消费
作者：Yuxuan Liu
Abstract: The after-school educational services market is booming, driven by growing parental anxiety and demand for excessive tutoring. This paper identifies spatial inequality, defined as the uneven distribution of resources across geographic areas, as a key driver that pushes parents toward excessive consumption of educational products. A proximity analysis of 2,710 residences and 15,871 educational institutions' point-of-interest data through ArcGIS, along with five online experiments (N=1,598, three preregistered), demonstrated that spatial inequality induces zero-sum belief about social hierarchy, which increases parental anxiety, leading to excessive educational product consumption for their children. Intergenerational mobility experience is found to moderate the effect, amplifying the influence of spatial inequality on parents' educational consumption. These findings provide insights into understanding the maladaptive response of residents exposed to spatial inequality and their intergenerational educational consumption behavior, offering guidance for promoting healthier educational consumption among this population.
摘要：课外教育服务市场正蓬勃发展，这主要归因于家长日益增长的焦虑情绪以及对过度补习的需求。本文发现，空间不平等（即教育资源在地理区域上的不均衡分布）是促使家长过度消费教育产品的关键驱动因素。通过ArcGIS对2,710个居民区与15,871个教育机构兴趣点数据进行的邻近性分析，以及五项在线实验（样本量=1,598，其中三项为预注册实验），研究表明：空间不平等会引发家长对社会阶层零和信念，从而加剧其焦虑水平，最终导致其为子女过度消费教育产品。此外，代际流动经历被发现具有调节效应，会放大空间不平等对家长教育消费的影响。这些发现为理解空间不平等情况下居民的不适应性反应及其代际教育消费行为提供了新见解，并为促进该群体更健康的教育消费提供了指导。
8.Unveiling the Charisma of Artificial Intelligence: How Voice Assistants Captivate Users and Emotionally Influence User Experience
揭示人工智能的魅力：语音助手如何吸引用户并在情感上影响用户体验
作者：Bibaswan Basu, Sanjit K. Roy和Chrysostomos Apostolidis
Abstract: Although studies have explored user experience (UX) with artificial intelligence (AI)-powered voice assistants (VAs), the cognitive, psychological, and emotional factors affecting user engagement and experience with VAs have yet to be investigated in depth. Drawing on cognitive absorption and broaden-and-build theories, this study investigates how VAs captivate users, enhance positive emotions, and influence the overall UX. To address these questions, we conduct three types of analyses—exploratory, confirmatory, and configurational—utilizing data from 125,600 user reviews on a popular VA platform (Google Assistant) from 2017 to 2024. First, we employ bidirectional encoder representations from the transformers (BERT)topic modeling to unearth relevant cognitive and psychological factors and use multiple regression analyses to test their impact on UX. Our findings both confirm and contradict previous affirmations about these factors' influence on user engagement and experience with VAs. Next, we apply fuzzy-set qualitative comparative analysis (fsQCA) to explore counterfactual causal configurations that contribute to a higher UX. Contributing to existing theory and knowledge of the psychological antecedents of user experiences with AI, our study identifies several combinations of cognitive and emotional factors that can improve user interactions with VAs.
摘要：尽管已有研究探讨了人工智能语音助手（VA）的用户体验（UX），但影响用户参与度和体验的认知、心理及情感因素尚未得到深入探究。基于认知吸收理论和拓展—建构理论，本研究考察了语音助手如何吸引用户、增强积极情绪并影响整体用户体验。为解答这些问题，我们利用2017至2024年某主流语音助手平台（Google Assistant）125,600条用户评论数据，开展了探索性、验证性和组态三种方法分析。首先，我们采用基于Transformer的双向编码器表征（BERT）进行主题建模，挖掘相关认知与心理因素，并通过多元回归分析检验其对用户体验的影响。研究结果既证实了先前关于这些因素对用户与VA互动及体验影响的结论，也提出了部分矛盾的发现。继而，我们运用模糊集定性比较分析（fsQCA）探究提升用户体验的反事实因果组态。本研究识别出若干认知与情感因素的组合，可为优化用户与语音助手的互动提供实践启示，并为现有关于人工智能用户体验心理先决条件的理论与知识做出了贡献。
9.Empathy, Ethics and Efficacy: The 3Es of Implementing Artificial Intelligence for Consumer Encounters
同理心、伦理与效能：实施人工智能用于消费者互动的3E要素
作者：Kyoko Fukukawa和Rohit H. Trivedi
Abstract: Drawing insights from virtue ethics and psychological perspectives on empathy, we propose a framework for integrating empathy, ethics, and efficacy (3E) to guide the responsible development and deployment of artificial intelligence (AI) technologies in consumer service encounters. It encourages developers, vendors, and users to improve efficiencies and productivity but, more importantly, to adopt an empathetic perspective with ethical decision-making during AI development and deployment. By simultaneously adopting descriptive, analytical, and prescriptive approaches to engage academics, practitioners, and public policymakers, we outline a future research agenda for enriching AI-consumer service encounters. Beyond conceptual integration, the framework offers practical insights for AI designers, businesses, and regulators by emphasising empathy as a bridge between efficacy and ethics. This perspective supports the development of AI technologies that not only enhance operational effectiveness but also foster consumer trust and well-being, ensuring AI-driven services remain human-centred and ethically sound. A structured decision-making model demonstrates how AI-driven services can balance automation with ethical considerations and empathetic engagement, offering a pathway for more responsible AI implementation.
摘要：借鉴美德伦理学与心理学共情视角，我们提出一个融合同理心（empathy）、伦理（ethics）与效能（efficacy）的“3E”框架，以指导消费者服务场景中人工智能技术的负责任开发与部署。该框架倡导开发者、供应商及用户在提升效率与生产力的同时，更需在AI开发部署过程中秉持共情视角并践行伦理决策。通过采用描述性、分析性和规范性方法，与学术界、实践者和公共政策制定者展开合作，我们勾勒出丰富AI—消费者服务互动的未来研究议程。除概念整合外，本框架通过强调同理心作为效能与伦理的桥梁，为AI设计者、企业和监管机构提供了实践启示。这一视角支持开发既能提升运营效能，又能增强消费者信任与福祉的AI技术，确保AI驱动服务始终以人为本且符合伦理规范。我们进一步通过结构化决策模型，展示了AI驱动服务如何在自动化与伦理考虑及同理心互动之间实现平衡，为更负责任的AI实施提供可行路径。
10.Beyond the Shores of Reality: The Effect of Virtual Influencers on Luxury Perception and Its Downstream Consequence
超越现实的边界：虚拟网红对奢侈品感知的影响及其下游影响
作者：Yongyue Bie, Jinli Tang, Miao Miao, Weilu Sun和Yushi Jiang
Abstract: Many marketing practices results show that virtual influencers play an unexpected positive effect in promoting the product luxury perception. However, the current research lacks a deep exploration of consumers' psychological reactions behind this phenomenon. Through six studies, this study reveals that when virtual (vs. human) influencers endorse products, consumers perceive the product as more luxurious, with psychological distance and perceived exclusivity playing a serially mediating role. However, when the origin of virtual influencer is disclosed, the perceived psychological distance of consumers is reduced, which will reduce the luxury perception of products. In addition, this study explores the higher click-through rates (CTR) on advertisement, willingness to pay (WTP) and purchase intention as the downstream consequence of the effect. In addition, we also explore when facing popular brands, the positive effect of virtual influencers on downstream behaviors is disappeared. The research offers valuable insights and guidance for the research and practice in related fields.
摘要：许多营销实践结果表明，虚拟网红在提升产品奢侈感方面发挥了意想不到的积极作用。然而，当前研究缺乏对这一现象背后消费者心理反应的深入探讨。通过六项研究，本研究发现：与人类网红相比，当虚拟网红代言产品时，消费者会认为产品更具奢侈感，其中心理距离与感知排他性起到链式中介作用。然而，当虚拟网红的来源被披露时，消费者的感知心理距离会降低，从而削弱产品奢侈感。此外，本研究进一步检验了广告点击率（CTR）、支付意愿（WTP）和购买意愿作为该效应的下游结果。值得注意的是，当面对知名品牌时，虚拟网红对下游行为的积极影响会消失。该研究为相关领域的研究与实践提供了重要启示和指导。
11.How Technology Use in Care Contexts Shapes Inferences About Vulnerable Consumers' Level of Dependency
护理场景中的技术使用如何塑造对弱势消费者依赖程度的推断
作者：Anika Schumacher和Malak El Halabi
Abstract: Marketing research has primarily investigated factors that influence consumers' adoption of technologies, but little is known about how observing consumers using technologies can bias inferences about and consumption choices for them. We investigate this question in a caregiving consumption context, in which inferences about and choices for others are especially relevant. Specifically, we show how the type of care support care-receivers rely upon (technology-based vs. human-based) influences inferences of dependency and, consequently, the consumption choices made for these vulnerable consumers. Eight experimental studies (N=3445; five in the web appendix; Table 1) provide causal evidence that observers judge care-receiving consumers as less dependent when the caregiving tasks are carried out by technology than when they are carried out by a human caregiver. This is because observers infer a higher mental capacity for care-receiving consumers who rely on technology-based care support. Lastly, we demonstrate marketing-relevant downstream consequences of this inference: observers are less likely to choose utilitarian over hedonic products for supposedly less dependent consumers. Altogether, the findings contribute to emerging research in marketing on the impact of technology and consumption outcomes for vulnerable consumers by demonstrating a new type of inference bias and its downstream implications for product choice.
摘要：市场营销研究主要关注影响消费者技术采纳的因素，却鲜少探讨观察他人使用技术如何影响旁观者的推断及其消费选择。我们在护理消费情境下研究这一问题，因为在此情境下，对他人消费行为的推断和选择尤为重要。具体而言，我们揭示了护理接受者依赖的护理支持类型（技术型vs.人力型）如何影响其对依赖性的推断，进而影响这些弱势消费者做出的消费选择。八项实验研究（总样本量=3445；五项见于网络附录；见表1）提供的因果证据表明：当护理任务由技术完成而非人类护理员完成时，护理接受者被判断为依赖程度较低。这是因为观察者推断依赖技术护理支持的消费者具有更强的心理能力。最后，我们验证了这一推断在营销领域的下游影响：对于被认为依赖性较低的消费者，观察者更可能为其选择享乐型而非实用型产品。本研究通过揭示一种新的推断偏见及其对产品选择的下游影响，为营销学中关于技术如何影响弱势消费者消费结果的新兴研究作出了贡献。
12.When Does Anxiety Increase Attempts to Spend Time and Money Efficiently?
焦虑何时会促使人们试图高效利用时间和金钱？
作者：Shruti Koley, Caleb Warren和Suresh Ramanathan
Abstract: Consumers today are anxious. How does this anxiety influence how they spend their time and money? Five experiments demonstrate that when consumers feel anxious because they are making insufficient progress toward a goal, they attempt to use their resources more efficiently while making decisions unrelated to the goal. This desire to be efficient makes them more likely to (a) choose jobs that offer higher payout rates rather than a higher total payout, (b) perform tasks simultaneously rather than sequentially (i.e., multitask), and (c) select products and activities that cost less money and time than usual (i.e., price and time discounts). However, anxiety increases efficiency-seeking only when consumers are anxious about slow goal progress, rather than when they are anxious about threats outside their control (terrorism, disease, climate change, etc.) or when they feel that time is scarce, but they are not behind on their goal. Furthermore, the desire to be efficient occurs only when consumers feel anxious, not merely when they fall behind on a goal but do not feel anxious.
摘要：当代消费者普遍存在焦虑情绪。这种焦虑如何影响其时间与金钱的支配方式？五项实验表明：当消费者因未能按预期达成目标进度而感到焦虑时，他们会在与目标无关的决策中更追求资源使用效率。这种效率追求倾向具体表现为：（1）更倾向于选择单位时间回报率（而非总回报）更高的工作；（2）更倾向于同时处理多项任务（即多任务处理），而非依次处理任务；（3）更倾向于选择比平时花费更少时间和金钱的产品与活动（即价格与时间折扣）。然而，这种焦虑驱动的效率追求仅出现在消费者因目标进度滞后而焦虑时，而不会出现在因不可控的外部威胁（恐怖主义、疾病、气候变化等）感到焦虑时，也不会出现在单纯感觉时间紧迫但目标进度正常时。此外，追求效率的欲望只在消费者感到焦虑时出现，单纯的目标进度落后（未伴随焦虑感）并不会引发此类行为。
13.Implicit Ethical Consumerism: Development and Cross-Cultural Validation of a Novel Affect-Misattribution Measure
隐性伦理消费主义：新型情感归因偏差测量工具的开发与跨文化验证
作者：Brandon J. Reich, Hong Yuan, Lamberto Zollo和Riccardo Rialti
Abstract: The literature has documented a pervasive attitude-behavior gap in ethical consumption, whereby many consumers do not consistently translate their expressed positive attitudes toward ethical products into behavior. For marketers investing in social responsibility initiatives, this suggests that more accurate segmentation and demand forecasting may require an implicit measure of ethical consumerism. This study draws from literatures in ethical consumption and the psychology of attitudes to develop and validate such a measurement tool. Across three pretests and three studies, findings show that our implicit measure (based on the Affect Misattribution Procedure [AMP]) is cross-culturally robust in predicting ethical consumption behavior beyond effects of explicit measures. Overall, this study indicates that academics and practitioners can enhance their predictive capabilities regarding ethical consumption behavior by integrating the AMP-inspired measure with traditional explicit measures, rather than solely relying on the latter.
摘要：现有文献已证实，在伦理消费领域存在普遍的态度—行为差距现象，即许多消费者未能将其对伦理产品的积极态度持续转化为实际购买行为。对于投资社会责任项目的营销者而言，这意味着更准确的市场细分与需求预测可能需要采用一种隐性测量方法来评估伦理消费主义。本研究整合伦理消费与态度心理学文献，开发并验证了此类测量工具。通过三项预测试与三项正式研究，结果表明：基于情感归因误差程序（Affect Misattribution Procedure, AMP）的隐性测量方法在预测伦理消费行为时具有跨文化稳健性，其预测效力超越显性测量方法。总体而言，本研究表明：学界与业界可通过将AMP启发的测量工具与传统显性测量相结合（而非仅依赖后者），从而提升对伦理消费行为的预测能力。
14.Emerging Sources, Formats, Channels, Devices, and Audiences in Modern eWOM Communications
现代电子口碑传播中的新兴信息来源、传播形式、传播渠道、传播设备与受众
作者：Raffaele Filieri, George Christodoulides和Juan Louis Nicolau
Abstract: This conceptual paper examines how electronic word-of-mouth (eWOM) has evolved beyond traditional text-based reviews posted on online communities and e-commerce platforms to encompass diverse formats, sources, channels, and audiences in today's digital landscape. Building on McLuhan and Fiore's assertion that “the medium is the message,” we argue that the characteristics of digital media fundamentally shape how eWOM messages are perceived and processed. We explore four key dimensions: emerging formats (video, visual, interactive content), new sources (digital content creators, virtual influencers), diverse channels and new technologies (social commerce platforms, voice assistants, AI), and evolving audiences (Generation Z, Alpha). The paper proposes a modern definition of eWOM that reflects its increasingly complex nature and discusses critical challenges. We conclude by presenting a framework for understanding how different elements of the eWOM ecosystem interact, offering implications for both research and practice in digital marketing and consumer behavior.
摘要：本文是一篇概念性论文，探讨了电子口碑（eWOM）如何超越传统基于文本的评论（如在线社区和电子商务平台上的评论），在当今数字环境中涵盖了多样化的格式、来源、渠道和受众。基于McLuhan和Fiore提出的“媒介即讯息”观点，我们认为数字媒介的特性从根本上塑造了电子口碑信息的感知与处理方式。我们探索了四个关键维度：（1）新兴形式（视频、视觉、互动内容）；（2）新型来源（数字内容创作者、虚拟影响者）；（3）多样化渠道与新技术（社交电商平台、语音助手、人工智能）；（4）演变中的受众（Z世代、α世代）。本文提出了反映电子口碑日益复杂特性的现代定义，并讨论了关键挑战。最后，我们提出了一个框架，用于理解电子口碑生态系统中不同元素的相互作用，为数字营销与消费者行为研究与实践提供了启示。
15.Does Inconsistency Between Influencer-Generated and User-Generated Content Hurt Brands? The Role of Perceived Content Credibility
影响者生成内容与用户生成内容之间的不一致是否会损害品牌？感知内容可信度的作用
作者：Yi Liu, Xuehua Wang和Yan Chen
Abstract: The advent of social media has paved the way for firms to leverage online influencers to shape consumer opinions more extensively and profoundly. While prior studies have explored the effects of inconsistency within word-of-mouth communications, this study extends that line of inquiry by examining inconsistency between influencer- and user-generated content. Through a series of studies, we demonstrate that such inconsistency undermines consumer brand attitudes by reducing perceived content credibility. Notably, this negative effect is intensified in the absence of brand sponsorship disclosure, a condition that obscures the nature of influencer content and further erodes trust. Recognizing that some degree of misalignment between influencer and user content is inevitable in practice, we continue to explore strategies to mitigate its adverse effects, specifically by emphasizing functional content and employing two-sided message framing. Our findings offer valuable implications for firms engaged in influencer marketing, highlighting the critical role of strategic content management in maintaining favorable brand evaluations amid inevitable contradictions across diverse information sources.
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